Here you will find all parts of our blog series: Part 1 -  Why "Zero-Sum" is a misconception and the search is just beginning | find it here Part 2 - The "December 2025 Core Update" and how to regain visibility | find it here Part 3 - Advertising in the Age of Conversation – Why keywords are no longer enough | find it here ————— Blog Series: The Transformation of Search 2026 (Part 4/4)   Welcome to the future. Or better yet: Welcome to the present of 2026.  In the previous parts, we analyzed the traffic crash and explored new advertising tools. To conclude this series, we venture a look at what is emerging: The "Agentic Web".  The biggest change ahead is not how people search, but who searches. We are experiencing the transition from information gathering to task completion.  "Preferred Sources": Democratization of the Algorithm   Let's start with a technology that is already here and will change SEO forever: "Preferred Sources".  In late 2025, Google deployed this feature globally. Users can now actively mark news sources and publishers (with a star) that they prefer.  Why is this revolutionary?  Until now, SEO was a technical battle against an anonymous algorithm. Now, brand loyalty becomes a direct ranking factor. If users mark your page as a "Preferred Source", your content receives a permanent boost in their feed – completely independent of what the next Core Update dictates.  This means:  Community > Keywords: A small, loyal fan base is more valuable than broad, volatile traffic.  Trust as a metric: You must actively motivate your users to choose your brand as a preferred source. This is the new newsletter signup.  "Live with Search": Seeing the World Through the Camera   SEO has been text-based so far. With "Live with Search", it becomes multimodal.  Users can now interact with Google in real-time via camera and voice. A user films a shelf at the hardware store and asks, "Which of these anchors will hold in drywall?"  Thanks to the new Gemini Native Audio Model, Google responds smoothly, like a human advisor in your ear.  The implication for brands: Their products must be visually identifiable. Packaging design becomes SEO. And: Your website must answer questions posed while viewing the product, not just while searching for it.  "Agentic Search": From Searching to Doing   The term of the year 2026 is "Agentic Search".  An AI agent (Agent) is more than a chatbot. A chatbot gives information. An agent acts.  Search 2024: "Show me flights to London."  Agentic Search 2026: "Book me the cheapest flight to London on Friday, take my preferred aisle seat, and add it to my calendar."  Experts predict that the market for AI agents will explode to over 50 billion dollars by 2030. For us at internetwarriors.de, this means a radical shift in "Search Everywhere Optimization" (SEO).  If your "visitor" is a bot, it doesn't need a nice design. It needs APIs, clear schema.org structures, and flawless logic. We no longer optimize websites just for human eyes, but for machine actors.  Gemini in Translate: The Global Competition   Finally, the last bastion falls: The language barrier.  With the integration of Gemini into Google Translate, translations become context-sensitive and culturally nuanced. A US shop can suddenly serve the German market as if it were locally established, thanks to real-time translation.  For German companies, this means: Competition becomes global. But their opportunities also become global.  Conclusion: The Year of Decision   The transformation of search 2026 is not a threat to those who provide quality.  Redundant information becomes extinct (December update).  Transaction and expertise prevail (Liz Reid theory).  Advertising becomes smart and context-based (AI Max).  Brand loyalty beats algorithm (Preferred Sources).  At internetwarriors , we are ready for this era. We help you not only to be found but to be chosen – by people and agents.  Let’s discuss your strategy for 2026 together. Schedule an appointment now .  

Here you will find all parts of our blog series: Part 1 - Why "Zero-Sum" is a misconception and the search is just beginning | find it here Part 2 - The "December 2025 Core Update" and how to regain visibility | find it here Part 4 - 2026 and the Age of Agentic Search - When customers are no longer human | find it here ————— Blog Series: The Transformation of Search 2026 (Part 3/4)   In the first two parts of this series, we've analyzed the economic theory behind Google's transformation ("Expansionary Moment") and the brutal reality of December's update for SEOs. But while SEOs are still licking their wounds, SEA managers (Search Engine Advertising) need to reforge their weapons.  The year 2026 marks the end of classic keyword dominance. With the introduction of "AI Max for Search" and the opening of "AI Mode" for advertising, Google has fundamentally changed the rules of monetization. Trying to bid exact keywords ("Exact Match") against an AI today is like fighting drones with bows and arrows.  In this article, we deconstruct the new advertising infrastructure and show you how to run ads in a world where users no longer search but engage in conversations.  AI Max: The "Intent Engine" Replaces the Keyword   For a long time, "Performance Max" (PMax) was the panacea for Google's inventory. But there was a gap for pure search campaigns. This is now filled by "AI Max for Search," a tool that Google markets as a "One-Click Power-Up."  The Problem with Keywords   Imagine users searching: "I need a car for 3 kids and a dog that runs on electricity and costs under $50,000."  Previously, you had to bid on combinations like "electric SUV," "affordable family car," or "7-seater." It was necessary to guess what users would enter.    AI Max turns this principle on its head. It analyzes not the words (strings), but the intent.  How AI Max Works   AI Max uses your website and its assets as a foundation. When users make the above complex request, the AI understands the context ("family + space requirement + budget constraint"). It scans your landing page, finds your model "E-Family Van," dynamically generates a fitting headline (e.g., "The perfect E-Van for your family of 5"), and displays the ad – even if you have never booked the keyword "dog."  The results speak clearly: Beta tests show a 27% increase in conversions with a similar CPA (Cost per Acquisition) compared to pure keyword campaigns.  Strategic Advice: Keywords become mere "signals." Your landing page and your creative assets (images, text) become the real targeting. If your landing page does not answer the question, AI Max cannot generate an ad.  The "AI Mode": Ads in the Conversation   The "AI Mode" is Google's answer to ChatGPT and Perplexity – a purely conversational interface capable of handling complex, multi-step inquiries. The crucial question for advertisers has long been: Where is the space for advertising here?  The answer is: Sponsored Responses .  Integration Instead of Interruption   Unlike the classic search where ads are often perceived as disruptions, Google integrates ads seamlessly into the dialogue in AI Mode.  Scenario: Users plan a trip to Tokyo and ask the AI Mode about hotels near Shibuya Crossing with a pool.  Advertising: Instead of a banner, your hotel appears as part of the response, marked as "Sponsored," including an image and direct booking link.  Since inquiries in AI Mode are "2x to 3x longer" than in classic search, the algorithm receives significantly more context signals. This enables targeting with unprecedented precision. A user who asks so specifically is deep in the funnel. The click rate may decrease, but the conversion rate rises.  The New Currency: Assets   To participate in AI Max and AI Mode, you need "raw material." The AI assembles the ad in real time. This means for you:  Visual Excellence: You need high-quality images and videos. AI Max prioritizes visual elements to create "Rich Cards" in the chat.  Structured Data: Your product feed (Merchant Center) must be flawless. The AI needs to know if the shoe is "waterproof" to display it for the query "running shoes for rain."  Broad Match + Smart Bidding: This is the technical prerequisite. "Exact Match" cuts you off from the new AI interfaces. You need to release the algorithm (Broad Match) but control it through the target (Smart Bidding on ROAS/CPA).  Conclusion for Part 3   We are moving from a "Search Engine" to an "Answer Engine." Advertising must become the answer. Banner ads are dying out; helpful, context-sensitive product suggestions take over.  Don't throw away your keyword lists, but treat them for what they are: relics from a time when we still communicated with machines in "telegraphic language."  Need help transitioning to AI Max? The SEA team at internetwarriors audits your account and prepares it for 2026.  

Here you will find all parts of our blog series: Part 1 -  Why "Zero-Sum" is a misconception and the search is just beginning | find it here Part 3 - Advertising in the age of conversation – Why keywords are no longer enough | find it here Part 4 - 2026 and the Age of Agentic Search - When customers are no longer people | find it here ————— Blog Series: The Transformation of Search 2026 (Part 2/4) While Liz Reid emphasized the economic stability of Google search in interviews, dramas were unfolding in server rooms and marketing departments worldwide. The "December 2025 Core Update" will go down in history as one of the most volatile and toughest updates. It was not merely a correction; it was a system change.  In this second part, we analyze the forensic data of the update, explain why "Redundancy" is the new "Spam", and show you a way out of dependency with the new "Preferred Sources" feature.  Holiday Havoc: The Timing of Terror   The update began on December 11, 2025, at 9:25 AM PT and extended until January 1, 2026. For e-commerce and ad-funded publishers, this timing – in the middle of the busiest quarter – was the "Holiday Havoc". The impacts were brutal and immediately measurable:  Traffic Collapse: Hundreds of webmasters reported declines in daily visitor numbers between 70% and 85% .  Discover is dead (for many): Google Discover was particularly affected. A publisher documented a drop in impressions by 98% within days before the official announcement. Since Discover now accounts for up to two-thirds of traffic for many news sites, this was tantamount to a threat to existence.  Volatility Index: The SISTRIX Update Radar recorded a value of 3.54 on the day of the announcement – a massive spike far beyond normal fluctuations.  The "Second Wave": Why it hurt twice   Our analyses at internetwarriors show an unusual pattern. After the initial crash on December 11, there was deceptive calm, followed by a "Second Wave" of volatility around December 20.  We interpret this as a two-stage filtering process:  Phase 1 (Content): The algorithm scanned for static quality features and especially for redundancy.  Phase 2 (User Signals): In the second wave, the user data of the new AI Overviews was analyzed. Pages that ranked but didn't generate clicks or had high bounce rates compared to the AI response were downgraded retroactively.  The new ranking poison: Redundancy   Why were so many established sites hit? The answer lies in the nature of AI overviews. Previously, a page was valuable if it summarized information well. Today, the AI does that.  The December update punished redundancy.  If your page merely repeats facts already present in Google’s "Knowledge Graph" (e.g., "How tall is Liz Reid?"), your page is technically redundant. It doesn’t offer added value over AI.  Google has now firmly integrated its "Helpful Content" signals into the core algorithm. "Helpful" today means: Does this page offer a perspective, experience, or data that AI cannot hallucinate or aggregate?  The Glimmer of Hope: "Preferred Sources"   But Google didn’t just take, Google also gave. Parallel to the update and volatility, Google rolled out the "Preferred Sources" feature globally.  This is perhaps the most important strategic innovation for 2026.  What is it? Users can mark their preferred news sources in search settings or directly in "Top Stories" (through a star).  The Effect: Content from these sources gets a permanent ranking boost in the user's personal feed and appears in a separate section "From your sources".  This fundamentally changes the SEO game. Until now, SEO was a battle for the algorithm. From now on, it is also a battle for brand loyalty. A small niche blog can outperform large publishers if it has a loyal community that actively marks it as a "Preferred Source".  We see here a democratization of the algorithm: the users decide who ranks, not just the AI.  Your Survival Strategy for Q1 2026   Based on this data, we recommend our clients the following immediate actions:  Redundancy Audit: Check your content. If you have an article that ChatGPT could write just as well in 10 seconds, delete or revise it. Add exclusive data, expert opinions, or videos.  The "Star" Campaign: Launch campaigns to encourage users to mark you as a "Preferred Source". Explain to users how it’s done. This is the new newsletter signup.  Diversification: Do not rely solely on Google Discover. The 98% drop shows how volatile this channel is.  The December update was painful, but it has cleansed the market. Whoever still stands now has substance. But how do you monetize this substance in a world where keywords are losing importance? In part 3 of our series, we dive deep into the new advertising world of AI Max and AI Mode , and show you how ads are placed when no one is searching anymore. 

Here you can find all parts of our blog series: Part 2 - The "December 2025 Core Update" and how to regain visibility | can be found here Part 3 - Advertising in the age of conversation – Why keywords are no longer enough | can be found here Part 4 - 2026 and the era of agentic search – When customers are no longer human | can be found here ————— Blog series: The Transformation of Search 2026 (Part 1/4)   Looking back at the year 2025, we see a battlefield. It was the year when theoretical discussions about AI in marketing suddenly became serious. It was the year when publishers panicked, stock prices wavered, and Google's Vice President Liz Reid said a sentence in the Wall Street Journal that would go down in the history of digital marketing: "We are in an expansionary moment."   For many of our clients at internetwarriors, however, it didn’t feel like expansion in December 2025, but rather contraction. Yet the data presents a more complex picture. In this first part of our four-part series at the start of 2026, we analyze the macroeconomic level of the "new search." We deconstruct Google's strategy and explain why the classic SEO thinking focused on "clicks" must give way to a new thinking in "transactions."  The fear of the zero-sum game   By the end of 2025, the SEO industry was dominated by a simple, fear-driven calculation: The "zero-sum game." The logic seemed irrefutable: If an AI (be it ChatGPT, Perplexity, or Google AI Overviews) provides the answer directly, users no longer click on the website.  1 AI answer = 1 lost click for the publisher  Therefore: The ecosystem shrinks  This fear fueled the volatility we saw at the end of the year. But in December 2025, Liz Reid, VP of Search at Google, countered this thesis in a much-discussed interview with the Wall Street Journal. Her core message: We view the cake as static when it is actually growing. The theory of the "expansionary moment"   Reid argued that we are experiencing an "expansionary moment." Through AI's ability to process more complex queries ("Plan a 3-day trip to Paris with kids for under 500 euros"), induced demand is created.  In the past, users would have broken down this complex question into ten separate searches – or not asked at all, knowing Google would fail. Today, they ask the question.  The paradox Reid describes is crucial for your 2026 marketing strategy:  "Making these things easier causes people to ask more questions... to get more help."   Even if the click-through rate (CTR) per individual search decreases because AI provides the answer, the total search volume increases so significantly that the absolute traffic remains stable or even grows. Reid emphasizes: "Those two things end up balancing out."   For website operators, this means: Traffic will not disappear, but it will shift. The simple questions ("How tall is the Eiffel Tower?") are lost to you. The complex questions ("Which hotel in Paris offers babysitting and is centrally located?") will surge.  The "Shoe Paradox": Information vs. Transaction   One of the most important strategic insights for 2026 is hidden in Reid's "shoe example." When asked about the threat to the business model, she replied dryly:  "If the ads are for shoes, you might get an answer on AI overviews, but you still have to buy the shoes. None of the AIs substitute the need for the actual pair of shoes." This statement is invaluable. It draws a hard line through the internet:  Information Arbitrage (At Risk): Websites that only aggregate information from others (e.g., "The 10 Best Running Shoes") will be replaced by AI. AI is the better aggregator.  Transaction Origin (Safe): Websites that have the actual thing (the shoe, the hotel room, the service) are irreplaceable.  For our clients at internetwarriors, this means: If your business model is based on capturing and redirecting traffic without offering your own added value, 2025 was your last good year. But if you own the product or expertise, your golden era now begins.  The Stability of Advertising Revenue: A Peek into the Books   Many analysts expected Google's advertising revenue to collapse as users clicked less. But the numbers show stability. Liz Reid confirmed that ad revenue in the environment of AI Overviews has remained "relatively stable."  Why? Because the new search queries in AI mode (more about this in Part 3) are often 2 to 3 times longer than classic keywords.1  Longer queries mean more context. More context means more precise targeting.  Users searching for "running shoes" might just be browsing.  Users looking for "running shoes for a marathon under 3 hours in the rain" have their credit card ready.  The clicks become fewer, but they become more valuable. We are moving from an economy of attention (traffic) to an economy of intent (intent).  Conclusion and Outlook   The year 2025 taught us that Google is willing to cannibalize its own core business to stay ahead in the AI race. For companies, this means: Don't panic over the loss of traffic from simple keywords. Focus on the complex questions and transactions.  Yet, while the leadership at Google talks of expansion, the reality for many SEOs in December 2025 looked different. In the next part of this series, we analyze the "December 2025 Core Update" – an algorithmic bloodbath that enforced this new reality.  Do you have questions about your traffic development in 2025? The internetwarriors team would be happy to analyze your data and help you capitalize on the new opportunities.  

In today's B2B marketing, there is often tremendous pressure: Every lead counts, and every conversion must happen as quickly as possible. Marketing teams are gauged by short-term KPIs, and your focus is nearly exclusively on capturing the few potential clients ready to make a purchase right now. But what if this approach is fundamentally flawed and ignores the greatest growth potential? This is where the provocative yet evidence-based work of Professor John Dawes from the renowned Ehrenberg-Bass Institute for Marketing Science comes into play. His research challenges conventional wisdom and introduces the 95:5 rule: A simple yet transformative idea suggesting that at any given time, only about 5% of your potential B2B clients are actively seeking a solution in the market. The overwhelming 95% are part of your target audience but are not (yet) ready to buy. A marketing strategy focusing solely on the "hot" 5% risks overlooking the vast growth opportunities present in this larger, currently "passive" segment. You’re competing in a crowded pond for few fish, while an ocean of potential future customers is largely ignored. In this article, we dive deep into the 95:5 rule. We explore the problem of "now" obsession in B2B marketing, explain the scientific foundation of the rule, and most importantly, show you concrete, actionable strategies on how to adjust your marketing to not only serve the 5% but also win over the critical 95% for future success. The Problem: The Dangerous Fixation on the "Immediate" 5% Marketing and sales teams are under constant pressure to generate leads that quickly turn into revenue. This environment fosters an excessive reliance on bottom-funnel tactics: Performance Marketing: Paid search, retargeting. Sales Activities: Aggressive cold calling, direct approach via LinkedIn Sales Navigator. Content: Focus on product comparisons, case studies, demo requests. All these efforts target the small group of the 5% actively seeking a solution. This fixation on the "now" carries significant drawbacks: Intense Competition: Every one of your competitors is vying for the same 5%. This drives up costs for keywords, ad space, and ultimately customer acquisition costs (CAC). Lack of Differentiation: Amid the hustle of bottom-funnel offers, it becomes increasingly difficult to stand out from the competition. Messages often sound very similar ("We boost your revenue," "Our software solves problem X"). Missed Potential: The 95% not buying right now are overlooked. When these potential clients are ready to purchase in 6, 12, or 18 months, they may never have heard of your brand or formed no positive association with it. Weak Negotiation Position: If a buyer meets your brand only when deeply into the buying process and actively comparing options, your chances of winning the deal are statistically low. Brands that are familiar and trusted beforehand have a massive advantage. Solely concentrating on the 5% is a reactive approach, which incurs high costs and leaves long-term growth potential untapped. The Paradigm Shift: Understanding the 95:5 Rule The 95:5 rule is not an arbitrary number but based on extensive research by the Ehrenberg-Bass Institute, known for its evidence-based marketing principles (including Byron Sharp’s bestseller "How Brands Grow"). The core message is simple but profound: 5% are "In-Market": This group has a recognized need, is actively researching, and is ready to make a purchasing decision in the near future. 95% are "Out-of-Market": This group belongs to your potential target audience (e.g., companies of the right size and industry) but currently has no need, urgency, or awareness of a potential problem. They are, however, your future buyers. The key insight is: The 95% are not a lost group but your most important asset for future growth . If you manage to be present with this vast majority before they even think about a purchase, you have an unbeatable advantage when the need finally arises. The Solution: Building Bridges to the 95% – Marketing for the Future So how do you reach the 95% who are not actively listening right now? The answer lies in building Mental Availability . This concept, central to the Ehrenberg-Bass Institute's work, describes the likelihood that a buyer thinks of your brand in a relevant buying situation. Imagine the CTO of a manufacturing company (part of your 95%) reading a technical article about production optimization. If your ERP systems brand comes to mind positively because he recently saw an interesting ad or a relevant post from you, you’ve created mental availability. Months later, when he is actually evaluating a new ERP system (and becomes part of the 5%), your brand is already positively anchored in memory. How Do You Build Mental Availability? Broad Reach: You need to reach as many potential buyers within your category as possible, including the 95%. It’s about generating a large number of market contacts over time. Consistency: Brand building is a marathon, not a sprint. Regular presence over long periods is crucial. Distinctive Brand Assets (DBAs): These are the sensory and semantic cues that help buyers easily recognize and remember your brand without having to read the brand name. These include: Logo Color scheme (e.g., Telekom Magenta, IBM Blue) Slogan or tagline Jingles or sounds (e.g., Intel Inside) Characters or mascots Unique visual style in ads and content These DBAs must be used consistently to build strong memory structures. Linking with Category Entry Points (CEPs): CEPs are the various situations, needs, or problems that prompt a buyer to think about a specific product or service category. Examples in B2B: "We need to reduce our production costs." (--> ERP system, automation solution) "Our current software is outdated and no longer secure." (--> New software solution) "How can we make our sales processes more efficient?" (--> CRM system, sales automation tool) Effective marketing links the brand’s DBAs with relevant CEPs in the target audience’s mind. The 95:5 Rule in Practice: 4+1 Strategies for Your B2B Marketing Based on the insights of John Dawes and the Ehrenberg-Bass Institute, specific recommendations arise: 1. Rethink Success Measurement: Look Beyond Immediate Sales The greatest mistake is measuring the success of marketing activities—especially those targeting the 95%—solely by short-term sales or leads. If 95% of your audience cannot buy immediately, 95% of your efforts will inevitably have a delayed impact. What You Can Do: Measure Brand Health Metrics: Track long-term indicators like unaided brand awareness (when asked "Which providers for X do you know of?", is your brand mentioned?), aided awareness, brand image, and recognition of your DBAs. Measure Reach: What percentage of your total addressable market (TAM) do you reach with your marketing activities over time? Is this percentage growing? Measure CEP Associations: (Advanced) Understand with which buying situations your brand is associated and if you occupy the most relevant CEPs. Accept Longer Periods: Building a brand takes time. Do not expect immediate miracles but track trends over quarters and years. 2. Prioritize Reach: Speak with More Potential Clients Many B2B marketers believe in the power of high frequency—the assumption being that complex buying decisions require many touchpoints. However, Ehrenberg-Bass research shows this is often inefficient. What You Can Do: Focus on "Unique Reach": Invest your budget so you reach as many different potential buyers in your category as possible, rather than targeting a few repeatedly. The first exposure to advertising often has the most impact on memory. Further repetitions have diminishing returns. Utilize Broad Channels (sensibly): In addition to targeted performance channels, broader reach channels can also be sensible in the B2B context, such as trade media, industry newsletters, relevant podcasts, LinkedIn brand awareness ads, YouTube, or even industry-specific events. Be Patient: It takes time to achieve broad market penetration. 3. Focus on New Clients: The True Growth Engine A widespread misconception is that growth can mainly be achieved through more sales to existing clients (upselling, cross-selling). However, the data clearly show: The greatest growth potential almost always lies in acquiring new clients (penetration). What You Can Do: Primarily Align Your Marketing with Acquisition: Indeed, customer retention is important, but most of the marketing budget and strategic efforts should aim at acquiring new buyers for the brand—reaching out to the 95%. Understand the Limits of Loyalty: Existing clients often have a natural cap on what they can or are willing to buy from you. Excessive efforts to yield more from them often result in low returns. 4. Build and Defend Distinctive Brand Assets In a sea of often generic B2B messages, strong, recognizable brand elements are invaluable. What You Can Do: Identify and Define Your DBAs: What makes your brand unique and recognizable? Is it your logo, colors, slogan, a specific visual style? Use Your DBAs Consistently: Deploy these elements across all marketing channels and touchpoints—from the website to ads to sales presentations. Resist the Urge for Frequent Rebranding: New marketing leaders often want to leave their mark by redesigning everything. This can be disastrous as it destroys memory structures built over years. Instead, strengthen and nurture your existing assets. Changes should be evolutionary, not revolutionary. +1. Adapt Creativity and Messaging for the 95% How Do You Talk to People Who Have No Immediate Buying Need? Be Interesting, Not Just Sales-Driven: Provide valuable content, insights, or entertainment relevant to the industry, even if it does not directly prompt a purchase. Focus on Branding: Use creative approaches to create positive associations and embed the brand in memory. Tell stories, show expertise, build trust. Link Yourself with CEPs: Communicate in which situations your solution is relevant to set the right triggers in the target audience's mind. Less Hard-Sell, More "Always-On": It’s about continuous presence and being perceived as a helpful and competent resource. Balance Is Key: Not an Either-Or The 95:5 rule does not mean neglecting performance marketing or serving the active 5%. Quite the opposite: An optimal approach combines both: Long-Term Brand Building (for the 95%): Investments in reach, DBAs, CEP linkage, and creative brand communication. Short-Term Activation (for the 5%): Efficient performance marketing activities, sales enablement, and conversion optimization to capture demand as it arises. The art is to find the right balance and synergy between these two approaches instead of focusing on just one. Conclusion: Think Long-Term, Act Strategically The 95:5 rule by John Dawes and the Ehrenberg-Bass Institute is more than just an interesting statistic; it is a fundamental wake-up call for B2B marketing. It challenges us to rethink our obsession with immediate results and embrace a longer-term, more strategic perspective. By consciously starting to advertise for the 95%—through building mental availability, prioritizing reach, focusing on acquiring new clients, and consistently using distinctive brand elements—you lay the foundation for sustainable growth. You reduce the reliance on expensive bottom-funnel battles and increase the likelihood that your brand will be the first choice when your future clients are finally ready to buy. It’s time to end the chase for the 5% and start cultivating the ocean of the 95%. Your future self (and your sales team) will thank you for it. Sources and Inspiration This article is significantly inspired by the work and publications of Professor John Dawes from the Ehrenberg-Bass Institute for Marketing Science. His research on the 95:5 rule and the principles derived for effective marketing, especially in the B2B context, presents a valuable, evidence-based challenge to traditional marketing approaches. We encourage all marketing professionals wanting to dive deeper into this matter to engage with the publications and discussions by Professor Dawes and the Ehrenberg-Bass Institute to gain a more comprehensive understanding of long-term successful brand management.

As always, the Online Marketing World remains exciting, thanks to new technological developments, ever-changing algorithms, and a year full of Google updates. Artificial Intelligence is shaking up all channels and opening new opportunities. The experts at internetwarriors have once again compiled the most exciting trends and current developments from various online marketing disciplines for 2024. We provide you with an overview of what remains important, what will become important, and how you can prepare for it. General Trends in Online Marketing 2024 Online marketing agencies in Germany, like elsewhere, must adapt to global trends while accommodating the country-specific aspects of the German market. Let's delve into some of these trends and how they specifically apply to the German context: 1. Compliance with Data Protection Laws: Germany is known for its strict data protection laws, particularly under the EU's General Data Protection Regulation (GDPR). Online marketing agencies must ensure compliance with these regulations, focusing on privacy-friendly strategies and transparent data usage. 2. Mobile and Voice Search Optimization: With a high smartphone penetration rate in Germany, optimization for mobile and voice search is crucial. This includes creating mobile-friendly content and optimizing for German-language voice searches, taking linguistic nuances into account. 3. Integration of E-Commerce: Germany boasts a strong e-commerce market. Online marketing agencies are increasingly integrating e-commerce functions into social media and other platforms to facilitate direct sales and enhance the customer journey. 4. Sustainability and Ethical Marketing: German consumers are generally very environmentally conscious. Agencies should focus on sustainable marketing practices and promote clients' eco-friendly initiatives, which can significantly influence consumer decisions. 5. Localized Content and Multilingual Strategies: Although a large part of the German population speaks English, localizing content into German is key for deeper market penetration. Given Germany's multicultural landscape, multilingual marketing strategies can also be advantageous. 6. Video and Interactive Content: The popularity of video content is rising in Germany. Agencies should focus on creating engaging video content, including interactive elements, to enhance user engagement. This includes using platforms popular in Germany like YouTube and TikTok. 7. Artificial Intelligence and Automation: The use of AI for customer segmentation, personalized marketing, and predictive analysis is becoming increasingly important. German online marketing agencies are investing in AI-driven tools for more efficient and effective campaigns. 8. Influencer Marketing: Influencer marketing is effective, but there's a shift toward authenticity. German agencies focus on micro-influencers and influencers who closely align with the brand's values and target audience. 9. Chatbots and Artificial Intelligence: Implementing chatbots and artificial intelligence in both German and English can enhance customer service and provide a personalized experience, which is crucial in the German market known for its high standards in customer service. 10. Virtual and Augmented Reality: AR and VR are still in their early stages but are already being explored to create unique brand experiences. This is particularly relevant in sectors like the automotive and engineering industries, which are significant in Germany. 11. Remote Work and Collaboration Tools: The trend towards teleworking also impacts German agencies. This requires efficient online collaboration tools and strategies for managing distributed teams. 12. Focus on B2B Marketing: Given Germany's strong industrial and manufacturing sectors, B2B online marketing holds particular importance. Agencies develop specialized strategies for B2B marketing and leverage LinkedIn and other professional networks. For online marketing agencies operating in Germany, it is crucial to understand and adapt to these trends while respecting local culture and regulations. The ability to innovate while ensuring compliance and localization will determine their success in the evolving digital landscape. AI and Its Applications in 2024 AI and machine learning are becoming increasingly important for data analysis, customer segmentation, and personalized marketing. They can predict buyer behavior, optimize advertising campaigns in real-time, and provide insights that might escape human analysis. The integration of Artificial Intelligence (AI) and machine learning (ML) in online marketing is revolutionizing how businesses approach their digital strategies. Here's a closer look at how these technologies are impacting the field: 1. Customer Segmentation and Personalization: AI algorithms can analyze large data sets to identify patterns and segment customers more effectively. This leads to highly personalized marketing strategies, tailoring content, emails, offers, and advertisements to individual preferences and behaviors. In Germany, where data protection is a priority, AI can help tailor content while respecting data protection regulations. 2. Predictive Analytics: AI and ML are excellent for predictive analytics. They can analyze past consumer behavior to predict future actions. This is particularly useful for forecasting market trends, understanding consumer preferences, and making inventory decisions. In a dynamic market like Germany's, predictive analytics can give businesses a competitive edge by keeping them one step ahead of trends. 3. Chatbots and Conversational Marketing: AI-powered chatbots can provide personalized customer service and marketing. They can handle inquiries, offer recommendations, and even assist in the purchase process. In a market like Germany, known for its high standards in customer service, chatbots can improve the user experience while providing valuable data insights. 4. Real-Time Ad Optimization: AI algorithms can optimize advertising campaigns in real-time by adjusting bids, targeting, and content based on ongoing user interaction and feedback, ensuring marketing budgets are used more efficiently and ads reach the most receptive audiences. 5. Content Creation and Optimization: AI can aid in creating and optimizing content. From generating basic reports and news updates to assisting with language translation and SEO - AI tools are invaluable in content marketing. 6. Email Marketing Optimization: AI can personalize email campaigns based on user behavior, ensuring messages are sent at the right time, with the right content, and to the right audience, increasing the chances of engagement and conversion. 7. Sentiment Analysis: With sentiment analysis, AI can capture public opinion and emotional reactions to marketing campaigns, products, or the brand as a whole, which is particularly useful for adjusting marketing strategies in response to public sentiment. 8. Image and Voice Recognition: AI technologies are advancing in image and voice recognition, which can be employed in innovative marketing campaigns like interactive ads or voice-activated experiences. 9. Fraud Detection and Security: AI can help detect and prevent fraudulent activities in digital marketing by identifying unusual patterns and behaviors indicating fraudulent clicks or transactions. 10. Market Research and Consumer Insights: AI tools can process large volumes of market research data to gain insights that would be challenging for humans to capture manually. This includes understanding market trends, analyzing competitors, and consumer behavior patterns. In Germany, where technology adoption is high, and there is a strong focus on innovation, AI and ML are particularly relevant for online marketing. However, agencies must align the use of these technologies with strict data protection laws. The key to successfully implementing AI and ML in German online marketing lies in leveraging these technologies to enhance customer experience and engagement while ensuring transparency and compliance with GDPR and other regulations. Let's take a closer look at the key Online Marketing Channels , their current developments, and trends. SEA & Social Trends 2024 No surprise: Artificial intelligence, automation, and smart bidding remain the main topics in Google Ads. In search, as well as in the management, optimization, and delivery of campaigns, Google continuously develops AI technologies. Specific SEA trends we see for 2024 are: 1. Demand Gen Campaigns (previously Discovery): The new AI-supported Demand Gen campaign type for Gmail, Discover, and YouTube was officially introduced by Google in June 2023. By October, these were available to all advertisers and replaced the previous Discover campaigns by November. They offer high potential: creative ads for greater relevance and more engagement. 2. YouTube Shorts: The YouTube Ads channel will soon also enable advertising in YouTube Shorts. This innovation is currently in the beta phase and accessible to selected advertisers. Once rolled out to everyone, advertisers will have new opportunities for visibility in the popular video format. 3. New Search Experience in Yahoo Search: According to Brian Provost, Senior VP and General Manager of Yahoo Search, the new Yahoo Search Experience is scheduled to roll out in early 2024. Although specific features haven't been disclosed yet, it's likely Yahoo will also implement AI-backed features. We'll monitor how this impacts search engine market shares in Germany and Yahoo Ads. 4. New AI Features in Search: Google also continuously enhances the Search Experience with new AI-based features. For SEA, updates in the Shopping area of mobile search are particularly relevant. Examples include AI-generated gift ideas or images for clothing searches. As usual, these updates are often first rolled out in the USA, and when they'll reach Germany remains to be seen. 5. AI in Social Media and Social Ads: In social media, artificial intelligence remains a major topic. An example is Meta's AudioCraft, a KI-driven tool for creating music and other audio files, presented in August. In September, Meta also introduced Meta AI in the beta version, available for WhatsApp, Messenger, and Instagram. 6. Search Ads and Live Shopping in TikTok: TikTok remains a relevant channel for social media marketing and social advertising. Besides In-Feed Ads, the new Search Ad Toggle allows advertisers to place ads in TikTok Search. 7. Growth of Influencer Marketing: Influencer marketing is more relevant than ever. eMarketer predicts substantial growth in influencer marketing spending in the USA - by 2025, three times higher than spending on social ads. A similar development is expected in Germany. User-generated content from authentic influencers with high trust enables brands to increase their visibility among relevant audiences and build trust. AI can assist not only in selecting suitable persons and accounts but also in content creation. The significance of AI influencers will continue to grow. SEO Trends 2024 2023 was a year full of changes in Google search . Artificial intelligence has become commonplace in many agencies and companies. In the last quarter, Google significantly reshaped search results with various updates, leaving some companies somewhat perplexed. Since we love challenges, we look forward to 2024 with anticipation. The main trends and developments in SEO : 1. Google's Search Generative Experience (SGE): One of the most exciting innovations from Google Labs is SGE or Search Generative Experience . Google integrates generative artificial intelligence into the search. The goal is to provide answers and compile information relevant to the query, while enabling users to ask follow-up questions. SGE is currently only in beta in the USA, so it might take a while before it rolls out in search in Germany. Nevertheless, looking across the Atlantic is always exciting to prepare for new developments in advance and adjust strategies. 2. The Importance of E-E-A-T: The E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework became known through Google's Search Quality Rater Guidelines and offers insights into the aspects Google uses to assess quality. The second E for Experience was introduced a year ago . These criteria remain relevant for 2024. For content creation, this means that the standards for good content, especially in critical industries (YMYL) and other topics, remain high. Regular updates, accurate information, individual perspectives, and professional expertise are becoming increasingly important. Although more effortful than automated content creation without depth, it pays off in the long run. 3. Answer Engine Optimisation: AEO or Answer Engine Optimization, a subset of search engine optimization, emerged in response to various AI assistants. It involves optimizing content for these tools, particularly to answer specific questions and problems. This influences content structure and preparation, but doesn't contradict traditional content optimization for search engines. On the contrary, synergy effects can be generated, as both Google and AI tools find content forms like (meaningful!) FAQs, bullet point lists, or information in tabular format helpful. When planning and creating content, it's crucial not only to consider user intent but also to adjust structure and preparation accordingly. 4. Zero Click Searches: As Google strives to answer questions directly on the search results page and provide information that users don't need to click for, the relevance of "Zero Click Searches" grows - search queries that don't lead to a click. Information in a featured snippet, for instance, can suffice to answer a question. What does this mean for online marketers? Besides analyzing which keywords and topics are affected, strategic content planning is more important than ever. A search result without a click can indeed enhance brand awareness, but it's crucial to consider topics and keywords too complex to be answered within a featured snippet or any other answer type on Google's search results page. 5. User Experience Remains Important: This is not a new topic, but one that has been and will remain important for years. Online competition isn't decreasing, users aren't becoming more patient, and expectations aren't lowering. Relevant information and an intuitively user-friendly, fast website remain as crucial as understanding the needs of the target audience. What's the intention behind the search query, what information is necessary, how should it be presented and structured, what's the logical next step for visitors to the website or online shop? A deep understanding of your target audience remains essential for long-term success. 6. Changes in Search Results: Google consistently evolves search result pages, creating new challenges and opportunities for online marketers. Some changes are temporary and experimental, others permanent. One example is the altered assessment of FAQ markups, which Google temporarily stopped using for rich snippets (and now seemingly only displays for sources with particularly high trust). Another is the sometimes very inconsistent to questionable information in the Product Knowledge Panels. Monitoring search results and their features, understanding what this means for our customers, and consistently monitoring SERP information and sources are essential to identify changes early and respond accordingly. Either to fix errors (despite AI, Google is far from infallible) or to seize new opportunities. 7. AI-Driven Search Engine Optimization: In SEO, there are many use cases for artificial intelligence. Various SEO tool providers already use AI technologies to, for example, analyze competitors or assist in content creation. AI offers many possibilities to gain deeper insights and make work more efficient, such as text generation with tools like ChatGPT. Experts are nonetheless more needed than ever, as without an individual strategy, AI tools are only half as effective. As previously mentioned, authority remains an important topic. Here, human expertise continues to play a role by enriching AI-generated or supported content with genuine expert knowledge. The key is to deliver unique content because no AI tool can provide unique expertise and personal experiences. Web Analysis Trends 2024 The shutdown of Universal Analytics and the transition to Google Analytics 4 and data protection challenges were the defining web analysis topics of the past year. The developments and trends for 2024 seamlessly build on these topics. 1. The End of 3rd Party Cookies in Chrome: In the upcoming year, Google plans to disable third-party cookies for all users in Chrome. With Chrome holding a 63% market share, this development requires preparation from all website operators and advertisers. A response to this is the Privacy Sandbox, which gradually expands its privacy-friendly testing options for web developers. It remains to be seen what solutions the sandbox will create next year and how this will affect display advertising opportunities. 2. Apple's Tracking Prevention: Apple continues to limit tracking in the Safari browser and for all iPhone and iPad users with each update. The technologies behind this are Intelligent Tracking Prevention (ITP) and App Tracking Transparency (ATT). We can only wait and observe what this will mean for traffic from Apple users in 2024, 3. Tracking with 1st Party Data: Using their own 1st party data offers companies many advantages in analyzing user behavior. Given that the previous tracking methods are becoming stricter and data less precise each year, data from logged-in users holds significant value. Logged-in users can be assigned, recognized, tracked, and have their data evaluated without privacy concerns and cookies using a user ID. For companies, this means offering incentives for users to log in and stay logged in. Examples of large companies already successfully implementing this are Google, Amazon, and social networks. 4. Further Development of GA4: The transition from Universal Analytics to Google Analytics 4 was one of the main web analysis measures for many companies. This wasn't always smooth, as not all functions are available or work flawlessly. It is desirable for Google to resolve all issues and provide satisfactory solutions, such as more persistent tracking of user IDs or better default reporting in new properties. New features could also be conceivable, for example, integrating AI and machine learning for better analysis. 5. Analysis Using BigQuery: The more data available, the more complex the analysis. A solution for medium to large companies is capturing raw data from web analysis in BigQuery and combining it with other data sets. The advantages: longer data storage and better control over data processing. In our agency, we already use BigQuery to create more complex reports for clients. 6. Server Side Tracking (SST): A topic we've written and talked about often, which remains important in 2024, is Server Side Tracking . For those who missed transitioning to the new tracking technology in 2023, 2024 will be the critical time for the switch. Once Google disables third-party tracking (see above), SST becomes the answer for continuing data collection in a privacy-compliant manner. So far, GA4, Google Ads, Meta, TikTok, Snapchat, and LinkedIn can be integrated natively through the Google Tag Manager. We expect that more providers like Bing/Microsoft will follow suit with an API. Is Your Online Marketing Ready for 2024? Have you already adapted your online marketing strategy to the current developments ? Are you leveraging the opportunities offered by artificial intelligence? Are you maximizing the potential of all relevant channels? If you're looking for expert support to advance your traffic and revenue in 2024, we're the right agency for you. Thanks to years, sometimes even decades of experience, we can accurately assess trends and determine which are relevant and how to implement them. Feel free to contact us , our team of experts across various disciplines is happy to assist!

Is Omnichannel Marketing the new Multichannel Marketing?  What sounds like a marketing slogan can be proven by experience and studies. The lines between online and offline, as well as between different information and marketing channels, are increasingly blurred. Users expect a seamless transition between various channels and a user-friendly experience when searching for information and making purchases. Companies that have not yet engaged with an omnichannel strategy risk missing out on crucial developments. Benefit from our agency's experience and use our valuable tips to develop your own strategy. Click here now to download our checklist and start right away. Here to the checklist What does Omnichannel mean? The prefix “Omni” means “all” or “whole.” Hence, omnichannel can be described as “all channels.” These channels include, for example, paid and unpaid search, social media and social ads, banner advertising, WhatsApp marketing, marketplaces, apps, newsletters, one's own website (or online shop), brick-and-mortar stores, as well as offline channels like print or radio advertising. In summary, the goal is to create a consistent shopping and information experience regardless of device or platform. All touchpoints should be as consistent as possible but also controllable and evaluable. Examples of omnichannel are found in many large companies: Check online availability in-store (example: IKEA) Pick up online orders in-store (example: Tchibo) Return online orders in-store (example: dm) Click & Collect (example: Rewe) Not only do the lines between online and offline blur, but also those between entertainment, information, and sales. There are numerous different customer journeys and paths to purchase. This makes the topic of omnichannel both exciting and challenging. An omnichannel strategy involves various important aspects that must be considered both technically and strategically. Here are the key points in brief: Omnichannel Communication Omnichannel encompasses not only the entire purchase process but also the information and, thus, the communication along the user journey, both before and after the purchase. This also means giving customers the choice of communication channel and providing an optimal user experience regardless of the channel of contact. The challenge lies in integrating different channels and centrally storing all important customer information so that it is available at any time, regardless of the channel. This includes personal information as well as order history, but also communication history across other channels. Users now expect not to have to re-enter their information or repeatedly explain their concerns with every contact. Omnichannel Payment Users have long been accustomed to being offered a selection of different payment methods. In brick-and-mortar stores, this has long been “cash or card,” but now mobile payment via app or digital wallet is also an option. In the omnichannel experience, this means that users can choose the most convenient payment method for them, regardless of the channel. A seamless experience, not only during purchase and payment but also for possible returns or exchanges (refund to the desired payment method). For companies, this means creating the technical conditions and interfaces necessary to make omnichannel payment as convenient and user-friendly as possible and to connect all payment methods to the relevant channels. Omnichannel Personalization An expectation of users that has crystallized over recent years: the most personalized and individualized approach possible. And not only that, but also experiences tailored to one's own interests and situation, such as individual offers and suggestions and communication adapted to preferences. This personalization is now achieved through online channels in many cases, but it remains a challenge in brick-and-mortar stores. Identifying customers who enter a physical store is a task where we are still in the early stages technologically. In some industries, however, personalization across different channels has been common practice for some time. Here are two examples: Hospitality: A user books a room online via the hotel's own website or a platform. Check-in allows for effortless identification, so the on-site staff can address the guest individually and, for example, make recommendations based on past bookings. Additional services can be ordered via app during the stay; after departure, the user receives personalized offers via email. Travel: A user purchases a ticket online or at a counter. The ticket is then available in the app, along with further information about the schedule, such as train composition. Emails offer hotels or rental cars appropriate to the trip. Prior to departure, the app sends push notifications about delays or changes. After the trip, the passenger receives a personalized newsletter with individual offers. Omnichannel vs. Multichannel “Omnichannel is the new Multichannel,” we claim, but what does that mean? Both strategies address different channels, yet their approaches are fundamentally different. Multichannel (multi = several) means: presence on different channels; various marketing and sales channels exist and are operated independently. Omnichannel (omni = all) aims for a unified shopping experience and seamless communication and connection across all channels. Related is Cross-Channel Marketing , which connects various, but not all, channels. In contrast, the Single Channel Strategy means serving one sales channel, such as the online shop or the brick-and-mortar store – a strategy that is increasingly being abandoned, as it no longer aligns with modern buyer behavior. The Differences Between Omnichannel and Multichannel Strategy In the multichannel strategy, as defined above, each channel is considered separately. Measures are defined along the user journey on this channel. The approach and content are channel-specific. The focus is on reaching as many potential customers as possible by spreading measures across different channels. Omnichannel, on the other hand, uses standardized information and processes, aiming to create a consistent customer experience. All channels are considered in optimizations. The approach is personalized, yet consistent across the different channels. Advantages and Significance of Omnichannel Marketing The goal of omnichannel marketing is a consistent message and a seamless branding experience. It should ensure a positive user experience along the personalized customer journey, regardless of the channel. Customers can easily switch between channels; data and information remain intact, and the purchase is simplified. Users have the option to choose if and how much interaction they need during purchase (from intensive customer service support to self-service models) or where and via which payment methods they wish to purchase. This way of thinking received a boost during the pandemic due to the demand for contactless shopping and the focus on e-commerce. Driven by the omnichannel developments of many large companies, user expectations and requirements increased during the search for information or a product. This means that not only corporations and international companies need to engage with omnichannel, but this topic is becoming increasingly important for the entire retail sector. Omnichannel in Retail Interestingly, Germany seems to lag a bit in omnichannel development compared to other countries. A 2022 survey asked respondents about the importance of various factors in the shopping experience . In Germany, 34% indicated that a seamless offline-online experience was important to them, while in the USA, UK, Spain, and France, it was significantly higher, over 50%. Since the offering influences expectations, it is expected that this number will significantly increase here in the future. In contrast stands the retail sector and its efforts to implement omnichannel measures. According to a 2022 survey, 76% of respondents in German retail reported indicating the availability of their retail inventory in the online shop . 18% further have planned this. 70% offer in-store orders, 53% enable ship-from-store, and almost 23% more have planned this. A similar survey from 2015 in the DACH regions showed significantly lower values, with just 36% having an online availability check back then. These numbers show how much the importance of omnichannel has grown for retail in recent years. It is expected that this development will continue. B2B Omnichannel Marketing A McKinsey survey in 2021 among decision-makers in the USA revealed that they regularly use ten or more channels to interact with suppliers , compared to five in 2016. This highlights the importance of omnichannel marketing in the B2B sector as well. The requirements for good B2B e-commerce can be translated into omnichannel communication. Examples of a good customer experience are the online display of availability as well as good customer service and real-time service. Thus, findings for omnichannel marketing can be broadly applied to both B2C and B2B sectors. What makes a good Omnichannel Customer Experience? A well-functioning omnichannel approach is oriented towards customer preferences regarding information channels, sales channels, and payment options. All systems are perfectly aligned, creating a cohesive experience rather than a linear funnel. Information and communication are personalized and intention-driven. Users seeking entertainment or information, for example, can be put off by intrusive advertising. The message and brand experience are consistent across all channels and touchpoints. Implementing this is no easy task. Do you want to benefit from the advantages of an Omnichannel Strategy but need support in implementation? As an experienced agency for omnichannel marketing, we are here to help you create a seamless customer experience across all channels. From conception to implementation, we offer tailored solutions for your success.

B2B e-commerce is experiencing growth and is developing just as rapidly as the online world as a whole. However, many B2B companies invest very little in expanding e-commerce and consequently fall behind current technological developments. Whether the rising requirements for a professional online business are missed due to a lack of budget or knowledge, awareness is increasing in the B2B industry as a whole that digital sales channels represent a significant opportunity that should be utilized. The recent Corona years have sustainably changed the business world. Due to lockdowns and restrictions, field sales have largely shifted to digital channels,  forcing sales teams to find  digital and hybrid methods . This has notably impacted B2B companies.  According to  B2B Market Monitor 2022 by IFH Köln , 1.49 trillion was generated in B2B e-commerce revenue in Germany. Of this, almost 50% is attributable to manufacturers, over 30% to wholesalers.  As far back as  2019, a survey indicated that over 50% of respondents from B2B companies purchased at least 75% online, with an upward trend. In the  same survey , 55% agreed that by 2025, more than half of their corporate purchases would be made through webshops and online marketplaces. These figures underscore the increasing importance of B2B e-commerce. As an online marketing agency, we have been following and supporting the developments of our B2B clients for years. In this article, we aim to share the key insights and new trends from the industry with you.   What does B2B e-commerce mean? B2B e-commerce refers to the online sale of products or services to corporate customers, such as wholesalers, retailers, or other business clients. In contrast, B2C deals with sales to end consumers.    There are also companies that sell to both end consumers and professional customers, such as a catering company that delivers food for birthdays as well as for corporate events and fairs. Or a company that sells building materials to both contractors and end consumers.   The sales process occurs through an online shop, an electronic procurement system (Electronic Data Interchange or EDI), or an online marketplace. To date, procurement systems are still responsible for a large part of B2B e-commerce revenue. According to a  new study by ECC KÖLN, Adobe, Creditreform, and Intershop , marketplaces are gaining significance compared to online shops. How do B2C and B2B e-commerce differ? B2B e-commerce targets a professional audience. While B2C messages are often directed at an individual, decisions in the B2B realm are often made by multiple people. This means different needs for information, varied types of questions, and decision criteria must be considered in the sales process. Impulse purchases, which are significant in B2C, are rare in B2B, as decisions are seldom made by a single person; budgets need approval and expenditures need justification. Another significant difference: In the B2B sector, order values are often higher than in the B2C segment. This can result in fewer orders needed to meet revenue goals, and the target audience is smaller. Further differences between B2C and B2B e-commerce at a glance: Customized solutions and pricing are common practices in B2B commerce. B2B acquisition is often more elaborate and consultancy-intensive. Thanks to high order volumes and sometimes relatively fewer customers, individual customers are more valuable, and customer retention is particularly important. Consequently: Excellent customer service is crucial, especially for technically complex products or services. New customer acquisition largely consists of building relationships and trust, which are prerequisites for a deal. Products are sometimes more complex and entail a higher information requirement. B2B e-commerce often involves larger order quantities compared to the B2C segment. Recurring orders are also more common and make satisfied existing customers especially valuable. Further challenges in B2B e-commerce From these differences arise specific challenges and tasks that B2B e-commerce faces. Online distribution channels must, for example, provide different information for different stakeholders. Technical details, prices, efficiency, and additional information must be easy to find—an obstacle that not every shop system is equipped to handle. Moreover, manufacturers discovering B2B online sales face competition from the distributors selling their products. On one hand, this might risk jeopardizing good relationships with distributors. On the other hand, distributors are often ahead of manufacturers in terms of technology and marketing—an advantage not easily caught up with. B2B companies in Germany address rising demands in various ways, with not every company being active online or investing in the development of their online distribution.  At the end of 2021, according to Statista, 28% of surveyed decision-makers and project leaders from B2B companies stated they would allocate 5% of total revenue to e-commerce. Only nine percent invested more than 60 percent. B2B Online Sales and B2B Marketing Trends 2023 Sales channels and marketing are continuously evolving and have received a new impetus in B2B e-commerce since the pandemic began. From the many fascinating developments and topics we observe in the market, we have outlined nine important ones.  General online marketing trends for 2023 can be found in this article. 1. High demands on B2B e-commerce solutions The demands on B2B sellers are increasing; the online version of the print catalog is no longer contemporary. Previously, sellers provided their business customers a catalog as a PDF file or depicted in a rigid shop system; expectations have changed. Business customers also purchase products privately and expect the same buying experience in their corporate purchases. The requirements of B2B and B2C customers are converging more and more. Usability and performance are therefore also very important for B2B e-commerce. A B2B online shop needs not only to be able to represent transactions but also complex sales processes up to customer care after the sale. This also means keeping an eye on market developments and new requirements. Following the  B2B Market Monitor survey , 75% of respondents agreed that it is important to them for e-commerce solution providers to continuously develop their products and their features. 73% of those surveyed also find it important that additional solutions are offered alongside a pure commerce platform, such as integrated online marketing tools. Examples of features of a good B2B e-commerce solution (depending on the industry): Individual prices and special conditions (visible only after login) Clearly visible availability Definite delivery times Easy options for recurring orders The ability to assign multiple roles with different rights per company The functionality to collaboratively fill a shopping cart Integration with existing systems Product configurator for individual solutions Uncomplicated contact with customer service Self-service (the ability to complete a purchase without customer service assistance), e.g., via a comprehensive information portal and digital contract management Simple request for service features like repairs As B2C e-commerce advances, the requirements for B2B shops and marketplaces also grow. This technical challenge is one that various providers of major shop systems have now taken up with B2B-specific e-commerce solutions. 2. The significance of B2B (niche) marketplaces is rising B2B marketplaces are an alternative or addition to B2B shop systems. According to the  B2B Market Monitor 2022 , last year, 27% of revenues were generated through B2B marketplaces, whereas in 2018 it was only 15%. As every industry carries its own individual requirements, the importance of specific marketplaces is rising. Meanwhile, major players remain vital and are investing in their growth. An example of this is Amazon Business, which takes much work off B2B companies (for example, in billing) while still offering them many options in price and discount structuring as well as product promotion, plus detailed dashboards for assessments. LinkedIn is also currently working on a B2B marketplace solution. 3. Composable Commerce The increasing demands represent a substantial chance for Composable Commerce. As an alternative to a single system, different software solutions are combined into an individually suitable application in this approach. The more challenging it becomes to find an all-in-one application that covers all needs, the more attractive tailored solutions through Composable Commerce become. Companies are not reliant on a single platform but can remain agile, adjusting or replacing individual modules as needed. All channels can be leveraged to offer an optimal customer experience across all touchpoints. The downside: The complexity of Composable Commerce solutions requires professional support for setup. All connections must function seamlessly, and often there are different contacts for various software solutions. Once the system is operational, however, it becomes a powerful B2B e-commerce and online marketing tool. 4. The Metaverse as a sales channel The importance of the Metaverse is debated in expert circles: a private sector gimmick or a real opportunity for the B2B sector? It can be utilized as a virtual space for promoting and selling products. Examples include: Virtual shops or showrooms with virtual staff Networking events Virtual trade shows Other virtual events like product presentations Predictions foresee substantial growth for the  Metaverse : Bloomberg, for example, projects a market volume of around $800 billion for the Metaverse economy by 2024. Companies that seize this opportunity early could have an advantage over competitors. 5. AI-supported personalization A great B2B customer experience is essential in many industries by 2023 to successfully attract and retain customers. Artificial Intelligence (AI) is making its way into many sectors of the online world, not least Google has been harnessing AI for years. In B2B e-commerce, AI can automatically enhance the customer experience by providing personalized prices, products, offers, or product recommendations. Individual user journeys can be created based on collected data such as location, order history, shopping carts, CRM data, and visitor behavior. Shop navigation, search, and product recommendations are guided by AI-supported systems. This development is one we see a lot of potential in and eagerly follow. 6. Customer engagement and retention through content B2B customer engagement must not only consider different decision-makers but also vary in addressing different needs and levels, including personal and organizational levels. In B2B purchasing, primarily rational factors such as price and features count, but personal criteria also play a role. These include trust in the seller and the personal relationship. Supporting customer service, optimized content tailored to different users is thus a key success factor in the B2B segment. B2B content marketing in e-commerce could mean: Detailed product descriptions with technical data sheets and 3D views Tutorials and how-to videos for product setup and usage 3D configurators for creating an individual, precise product Online showrooms and booths for demonstrations and further information Webinars White papers Market studies and surveys Case studies etc. This also includes general virtual information offers relevant to companies in the industry, such as industry news or technical articles with new scientific findings, highlighting the company's expert status. 7. Security in digital identities Online sales, especially with high order volume, require strong data security and a check of buyers' digital identities. The challenge is balancing secure identity verification procedures with the customer journey when onboarding is interrupted or delayed by time-intensive validation. Buying on account is still a popular payment method in B2B e-commerce. To minimize risk for sellers, identity checks are necessary. Unlike B2C business, it's not just about the customer's personal identity, but also the company's identity: Does the person actually work at the company and is authorized to electronically complete the transaction? Marketplaces and B2B e-commerce solutions often already include identity verification through external partners. Innovations and simplified secure solutions for both sides are expected here. 8. Expansion towards B2C B2B and B2C are not always sharply divided, and this development is intensifying. B2B companies expand their target audience by also selling to consumers. For example, by opening the online shop to private consumers. Another development: Manufacturers, who have previously only sold their products via wholesalers or retailers, are entering into direct-to-consumer (D2C) business—targeting private or business clients. The advantage: consumers generally trust manufacturers. Incidentally, there is a similar trend in reverse in the B2C sector: companies are expanding their consumer shops to include a section for business customers. Parallel B2B and B2C shops and their specific requirements are among the current challenges for e-commerce solutions. 9. Measurable KPIs becoming even more important The economic situation is tense, and many companies are cutting budgets. An important part of B2B marketing is nurturing new and existing customers and building a reputation as a brand. However, when sales stagnate or decline, it becomes vital to know: What revenue do individual channels and measures bring? What is the ROI? Precisely measurable activities are increasingly important in 2023. At the same time, digital channels offer crucial opportunities to reach new target audiences in the B2B segment. Good communication with potential buyers is more crucial than ever as many companies compete for clients with sometimes reduced budgets. The key here is targeted targeting to spend the budget most effectively. The conversion after the click, in turn, depends on an optimal user experience within the shop system, as described above. B2B e-commerce marketing with internetwarriors Are you planning to establish or further develop your B2B online shop? Are you searching for a reliable partner with years of experience in B2B e-commerce and comprehensive knowledge of the specific challenges of B2B online marketing? As a full-service agency , we have been supporting B2B companies of various sizes in implementing tailored online marketing strategies, even on an international level, for many years. Contact us today for a non-binding offer! Together, we can develop a strategic solution that will lead your B2B business to success.

As the current year draws to a close, new online marketing trends for 2023 are already emerging. Whether it's SEO , web analytics , SEA or social media , the development of the online marketing universe is advancing at a familiar rapid speed and remains exciting!  But what does 2023 have in store for us? Economic crises and conflicts have been shaking up the corporate world for some time now, making planning more difficult. This makes it all the more important to stay up-to-date on the various online marketing channels and adapt your strategy to new conditions and opportunities. Together with you, the internetwarriors venture a first look at the online marketing trends for 2023! Digital Marketing Trends 2023: Data Collection Following the "Form First" Principle A meaningful data analysis is the basis for deriving effective marketing measures. For this, the most precise and selected data possible is needed. Therefore, it is no surprise that data collection will again play a key role in 2023. True to the principle of "Form first!", proactive data collection through targeted inquiry forms will be a focal point in 2023. These primarily serve to sustainably strengthen the sales funnel in customer acquisition. Even simple forms are sufficient here and offer many advantages over fillable contact forms. Consideration of the customer journey is sometimes neglected in B2B content marketing . But only marketers who understand at which points of the customer journey the right content must be placed to be found by B2B prospects can reach B2B customers and win them over in the long term. Especially, organic visibility in the form of search engine optimization is a crucial factor here. Target groups looking for B2B services often use search engines like Google as a first step. This means companies that perform well with unique B2B SEO content are also accessible to the potential audience. Verification of Local SEO Listings by Google Local SEO is not new, but with the verification of local SEO listings, the significance of local search engine optimization for companies with local locations will continue to increase in 2023. Verified entries enhance the credibility of local businesses and hence are a true marketing booster! The verification status of one's listing can be checked in a few steps. Google Support shows how this works . Online Marketing Trend Voice Search Voice search isn’t new either, but it’s gaining even more importance in the online marketing trends 2023. Voice-activated digital assistants have seen a significant upswing in recent years, making it impossible for SEO managers to overlook voice search. This means keywords must be understandable when spoken. The popularity of voice search has led to significant shifts in keywords.  The reason: A typed search on Google is framed differently from a spoken keyword. When searching for an Indian restaurant, you might type "Indian restaurant near me" on Google, while speaking: "Where is the nearest Indian restaurant?" Considering such long-tail keywords in content optimization is therefore an effective SEO strategy. As voice search continues to grow, alongside the increase in smartphone usage for search, pages that are not optimized with voice search long-tail keywords may be found significantly less often – a trend that will intensify in 2023. Optimization for Visual Search Visual search is among the newer digital marketing trends. Instead of spoken or typed queries, users can now upload an image for their search. It’s also possible to retrieve information about a single image element. Upload a plant photo and receive information about that plant. The image of a city provides architectural, geographic, and historical information. The image of a product offers product descriptions, similar products, and purchasing options. Pinterest Lens, Google Lens, and similar search tools make the smartphone camera a search bar. Companies can leverage visual search by, for example placing high-quality images on their websites, equipped with descriptive keywords, prioritizing image optimization in online marketing, running ads on Pinterest. Tip: An image sitemap helps the search engine to better crawl the images on the website. Speaking file names and meaningful image descriptions ensure that search engines can better capture the content of the image. User Reviews for Local Businesses Search engines now capture user reviews much better than in previous years and can influence local ranking. Not too few and preferably many positive user reviews from verified sources are important. This not only increases trust for human users but also in search engine ratings. On Google, the most important review is the one under the Google My Business listing. The social network Facebook is also considered very significant due to its large number of users. In addition, there are industry-specific portals like Yelp for hotels, restaurants, and the leisure industry. Those who wish to generate user reviews can, for example, send their customers a link to their Google My Business entry after completing a purchase. A strategy to increase the number of (positive) reviews is therefore sensible for the online marketing goals of 2023, at least for local businesses. By the way, we would be happy to advise you and create an online marketing concept tailored exactly to your goals and your industry. Google Ads with Automated and Intelligent Bidding as a Key SEA Trend 2023 Automated and intelligent bidding in Google Ads has been refined and is therefore among our online marketing trends for 2023. Since mid-2022, responsive search ads are the only ad type that can be created. With automated bidding strategies using AI and machine learning, marketers have been able to gain a lot of experience this year. Google's focus on automation means a certain loss of control in optimizing campaigns and ads, however, new expertise around the SEA channel is increasingly evolving. Manual measures are increasingly being replaced by strategic performance marketing tasks. For instance, addressing the right target audience and the synergies between different online marketing channels will remain important and can likewise be seen as a trend for 2023. TikTok Between SEO, SEA, and Social Media Marketing What was once dismissed by many as a channel for fun for the younger generation, shows considerable potential as a platform for customer acquisition and retention. Whether for a behind-the-scenes look at a company for applicants or as an advertising channel - TikTok must be taken seriously in online marketing and thus belongs to our online marketing trends for 2023.  While Facebook and Google's ad revenues saw drastic declines in 2022, TikTok experienced growth. One reason may be that Apple's new privacy settings are making it harder for large platforms to play personalized ads, whereas TikTok is presumably affected far less. Another reason is the increasing popularity of the platform for entertainment, but also for information and news. What's interesting about TikTok is the overlap of various online marketing disciplines: TikTok SEO for organic visibility, ads for paid reach. In the marketing mix , the platform should therefore definitely be considered by companies with a younger target group. Growth in Instant Messaging Platforms Instant messaging platforms now allow customers to be efficiently addressed in great ways. They want the information they need about a product or service faster than ever, which works best through instant messaging. WhatsApp is probably the most popular platform for instant messaging. Many German companies are still reluctant to send their customers and prospects notifications via WhatsApp, but the communication channel should not be neglected. Naturally, consent for this, as for any advertising, must be obtained in advance. One of the major online marketing trends for 2023 is to use this medium more intensively. It’s effective because people love WhatsApp and usually pay more attention to a message if they receive it over this platform. In the context of customer loyalty, instant messaging services are becoming increasingly indispensable in many industries. The Introduction of Google Analytics 4 Determines Web Analysis Trends 2022 and 2023 Google already introduced Google Analytics 4 (GA4) in October 2020, which many companies are already using. The switch to GA4 will be one of the important online marketing trends by next year at the latest, since the predecessor version Universal Analytics will no longer provide data as of July 1, 2023. Users can use GA4 to access the Google Merchant Center, BigQuery, and Google Optimize for free and add custom reports to the navigation menu. Other features include anomaly detection, deeper attribution models, and predictive analysis. To avoid a data gap, it is important to set up Google Analytics 4 as quickly as possible. Experience shows that several months of lead time should be expected to professionally set up, test, and adjust the tracking if necessary before Universal Analytics is shut down. Haven't switched to GA4 yet? We can support you with the implementation of Google Analytics 4 and train you on how to handle the new interface. Inclusion as a Company Value and Marketing Benchmark Our last two online marketing trends for 2023 are cross-channel and affect both search engine optimization and SEA or social media marketing. Never has the topic of inclusion, equality, and representation been so much in the public spotlight as this year. Thanks to social media, underrepresented groups also have a voice and can raise awareness of their situation and disadvantages. Companies are thinking about their image and values and how they can communicate these externally. It is not uncommon for different generations and ideas to clash. Engaging with inclusion - whether through gender-neutral language or more diverse visual imagery on websites and marketing materials - is an important topic for companies to practice target-oriented marketing and live their values, regardless of the standpoint. Data Protection Remains an Important Topic in 2023 The general public has been sensitized to data protection since the GDPR. Many people have become more critical of what data is disclosed about themselves and how this data is used. As a result, the cookie consent banner is met with "Reject cookies," and user data is not tracked or only tracked to a very limited extent. Consequently, companies do not have access to all the data unless they choose solutions like server-side tracking. The balance between data protection regulations and the desire to have as much data as possible for evaluation and planning of upcoming online marketing actions will therefore remain a significant topic for the foreseeable future. Conclusion: Online Marketing Trends 2023 In the online marketing trends for the coming year, we see various developments that were already on the horizon in 2022 and will intensify in 2023. It remains exciting to see how the advertising revenues of the different platforms will develop over the next year and whether there will be further shifts. The complexity of Google search from voice search to local SEO, under the increasing influence of artificial intelligence, will be another major topic in 2023 that we will follow with interest. Would you like to stay up-to-date on the latest trends and developments in various online marketing channels? Subscribe to our newsletter and receive regular valuable tips and information on new developments. Our team of experts in the fields of SEO , SEA , and web analysis is happy to personally assist you. We offer customized support to successfully advance your company. Contact us now and benefit from our know-how!

What is B2B Content Marketing? Especially in the B2B sector, content marketing holds a high significance. B2B content marketing refers to the creation and marketing of content specifically aimed at reaching specific B2B target audiences. The main goal is to increase the visibility of one's own company and use created content to generate qualified leads. B2B Content Marketing and the Customer Journey While companies in the B2C sector typically interact with a very large number of customers, the B2B sector is characterized by a select clientele and long-term customer relationships. Organic B2B content marketing, therefore, involves not only defining an understanding of the needs and desires of the target audience but also providing tailored ( SEO ) content along the touchpoints of the customer journey . The consideration of the customer journey is sometimes neglected in B2B content marketing . However, only marketers who understand at which points in the customer journey the right content needs to be placed to be found by B2B prospects can reach and win over B2B customers for the long term. The organic visibility in the form of search engine optimization is a crucial factor here. Target audiences searching for B2B services often start by using search engines like Google. This means that companies performing well with unique B2B SEO content are also accessible to potential target audiences. 5 Important Steps in the B2B Content Marketing Process Consequently, B2B content marketing builds on developing a long-term content marketing strategy in close coordination with the touchpoints of the customer journey. Fundamental steps are followed - from defining B2B goals through the conception of an SEO strategy to the publication and continuous review of content. Defining B2B Goals As the basis for B2B content creation, the first step is to define the goals to be achieved with the content marketing strategy. B2B content always targets a specific audience and ideally fulfills a purpose. Only by defining goals can the success of the strategy be measured later. The overarching goals often include lead generation to acquire new customers. At the same time, B2B content marketing also reflects a company's overall language and communication strength, allowing the content to be used to position itself as a company and strengthen its brand. Additionally, an objective might be to improve relationships with existing customers and pass on expertise. Audience Analysis The second step involves conducting a professional target audience analysis. This is crucial for correctly implementing customer communication. Key questions at this point include: What problems (and questions) does my target audience have?  How does my service help solve these problems?  What are the characteristics of the people in my target audience?  How does my target audience search for solutions to problems? A well-founded audience analysis is necessary to develop specific buyer personas in the next step. Buyer personas are abstract profiles of potential business customers that fit the target audience's mold. The more extensive the offered service is, the more complex the target audience becomes. Usually, several decision-makers, such as buyers or managers, are involved in acquiring extensive services, necessitating the simultaneous fulfillment of many different needs. In the B2B sector, the rule is: Only those who know their target audience in detail can provide ideally tailored content and choose the right content formats! Developing an SEO Strategy Content marketing is understood as a sub-discipline of a holistic SEO strategy. In addition to technical aspects like loading time , sitemap , or robots.txt , content marketing in B2B SEO must be adapted to the specific needs of the target audience. In B2B SEO, it is important to get to know customer wishes through intensive competitor analysis, keyword research, and topic research in detail. There are many peculiarities in this sector that need to be identified through SEO strategy conception and require a rethinking process. For instance, purchasing processes in B2B take significantly more time, so customer contact must be maintained through trustworthiness and expertise. As a result, long-tail keywords, i.e., long specific search terms, are often chosen in the B2B sector as they frequently reflect the complex interests of the target audience. Low search volumes should not be discouraging if the search term encompasses a specific interest. Another aspect is choosing the right content formats. Whether classic whitepapers or dynamic video content on YouTube - the possibilities in B2B SEO are almost limitless. While classic text content such as guides is often found in B2B, innovative content ideas offer particularly high potential to stand out from the digital competition. Creating an Editorial Plan Following detailed strategic planning, implementation in practice follows. From an agency perspective, there is a clear recommendation: Successful B2B content marketing focuses on quality rather than quantity. Halfheartedly created blogs and guides are rarely crowned with success. Even when initial analyses reveal a broad spectrum of questions, search terms, and potential formats, companies should initially focus on the most in-demand content. To plan publication, a structured editorial plan is advisable. The editorial plan records which topics will be published at what time. At the same time, the planning defines which content formats are used and based on which, e.g., results of prior keyword research, the content is created. Usually, a well-founded editorial plan is compiled several months in advance, taking possible trending topics into account and correctly timed overtime. Publication and Marketing The success of a content marketing strategy not only depends on what content is published but also on how visible the published content is to the addressed target audience. Consequently, it may be sensible to strategically promote content after its publication. Continuous Evaluation Based on concrete SEO KPIs, the performance of published content is evaluated. With the help of evaluations, it can be determined which content requires optimization. Poor rankings usually indicate that the created content is not relevant enough compared to the competition. Here, it is advisable to re-evaluate search terms and possibly expand or change the content. But caution! An organic content marketing strategy requires time. While initial trends may show after a few weeks, thorough results may only become visible after several months. Content Formats in the B2B Sector A wide variety of content formats is available for conveying content in B2B. Most companies choose classic formats that are often used in B2B: Blog articles  Whitepapers  Guides  Case studies  E-books Webinars   Typically, these are formats primarily designed to convey expertise. To fully exploit the potentials of B2B content marketing, the B2B target audience should be fed with the right content along the touchpoints of the customer journey. B2B SEO – Stand Out with Unique Content! Blog articles, whitepapers, and guides are considered true classics in B2B SEO. To stand out and further improve access to the B2B target audience, the marketing strategy should be fundamentally expanded. In particular, social networks such as TikTok, Instagram, or Facebook prove effective in the new era of digital marketing. Reason enough for even traditional companies to broaden their horizons and explore the potential of B2B social media marketing. Maximize B2B Social Media Marketing Potential Social media is one of the initial contact points between companies and B2B target audiences. While it was once argued that specific B2B groups were not active on social networks, this argument is largely invalid today. At the latest in specialized B2B networks like LinkedIn or Xing , all B2B areas come together digitally, from working students to executives. The possibilities of B2B social media marketing are diverse. To strengthen expertise through organic marketing, it can be worthwhile to adapt traditional website content such as whitepapers, blog articles, webinars, or case studies for publication on social (B2B) networks. Naturally, social media also offers excellent conditions to spotlight your brand. However, purely organic strategies can be challenging in B2B social media marketing - a combination of organic and paid advertising measures has proven particularly effective in practice. YouTube B2B - Advantages of YouTube Channel for Companies As one of the largest search engines worldwide, YouTube is one of the most popular social media platforms. On the surface, B2B marketing and YouTube may seem far apart. Yet, YouTube is also experiencing a transformation and is now a relevant touchpoint for B2B. Older user groups beyond youth age are active on the platform, making it interesting for B2B. But how can YouTube sensibly complement B2B content marketing? YouTube can be employed for various purposes, like generating organic leads . Goals and synergy effects that can be achieved with YouTube marketing and particularly YouTube SEO are diverse: from acquiring new customers to increasing brand awareness and boosting traffic: A B2B video format, for instance, is explainer videos. These can supplement existing content to illustrate complex B2B products or services and bring them closer to the target audience. Customer interviews are the social media equivalent of classic case studies: Here, it is possible to reinforce a positive image of own products or services in the context of actual use. Satisfied customers simultaneously enhance the trust in one's brand. internetwarriors – Your B2B Marketing Agency in Berlin As a 360° B2B marketing agency headquartered in the heart of the capital, we offer you both competent consulting and operational support in all areas of B2B content marketing. We understand B2B content marketing as a component of a holistic online marketing strategy. We guide you through all disciplines of online marketing and work closely with you to develop an effective marketing concept to reach your goals. Contact us now!